Customer Journey when purchasing furniture

Struggling to integrate a marketing strategy that is relevant to your industry and customer?

Well, this one’s for you.

We followed Google’s ‘Micro Moments’ to breakdown the customer journey for ‘Big ticket furniture’.

Having the customer journey mapped out and understood is integral.

It allows you to know every step your potential customers are taking. This allows you to intercept, influence and guide your customers through to converting with your brand.

Searching Broad for Inspiration

According to Google, 40% of shopping searches made on the search engine are broad. Think, ‘bedroom furniture’.

Including keywords like these is crucial in snapping up consideration for your business when potential customers are looking for the perfect ottoman.

In these moments of broad searching, potential customers are looking to be inspired.

They are looking for colour, trends and something to get them excitedly throwing overalls on, ready to get stuck into some DIY.

Tailor your content for this.

Looking for that perfect piece

What is a perfect piece? The one that suits a customers style and lifestyle.

This would typically include searches of, ‘which sofa material is best for kids?’

Then, a comparison.

Leather or material.

According to Google, searches and comparisons like these are predominantly made on mobile. 82% in fact.

With 45% of recent home purchases in Australia having compared products before purchase.

How do you overcome this step in the consumer journey?

As always, ensure your business is seen. Consider all your different products and ensure your aligning keywords for them.

Have reviews on, this will come in handy during the comparative process and also ensure that you have content and ads showcasing all the benefits of each of your different products.

The best store for the best furniture

The customer is geared up, inspired and ready to create a masterpiece within their four walls.

They have decided on which piece and which material suits their homes aesthetic and their lifestyle.

Now, the decider, where to buy it from.

According to Google, 76% of users who search locally for stores, will visit that store within 24 hours.

Going to say it again here, repetition is a literary technique you know.

Make

Your

Brand

Seen.

Have a local extension setup to ensure your business is maintaining a local presence.

Whilst you’re making yourself seen, it would also be a good idea to ensure that your product listing is up to date, make sure you are showcasing all of your fabulous products and in the best light.

They know what they want, give it to them

When your excited customers walk through your localised furniture store, you can bet they will have their smartphone in their hand.

You can also bet, they will have the exact page to your website where the product they want is listed.

According to Google, 69% of shoppers are searching the products they want to buy whilst in store looking for them.

Simply put, majority of the time your customers know what they want before they walk in.

All you have to do (with incredible customer experience) is assure them that what they want is the right choice.

A crucial point to note is the reliance of mobile phones.

Ensure the mobile experience for your customers is absolutely seamless.

Now that you know every step of this consumer journey mapped out, as a business you can ensure you put in place the best possible experiences, to move them on their way, off their phone and into your store.